Monsanto rolls out new trait brand platform Genuity

Monsanto on Thursday announced the launch of Genuity, a family of traits company officials say is designed to work together to enhance crop potential and simplify trait selection for farmers. The Genuity brand will differentiate and unify the agriculture company's technology products under one platform and make it simpler for growers to select the traits best suited for their farms.

Ernesto Fajardo, Monsanto Vice President-U.S. Commercial, says the company's next-generation, value-added trait technologies will be marketed as Genuity beginning in 2010. As new trait technologies in Monsanto's research and development pipeline are introduced, having a consistent brand platform will help represent those products to the farmer in the most straightforward way possible and avoid the potential for confusion in the marketplace, he says.

"Genuity gives us the opportunity to position our traits as a family of innovative products that will enable farmers do what they do best, even better," says Fajardo. "It provides a single, easily recognized brand to simplify the process by which farmers ask for our traits, to help them be more successful on their farms."

Fajardo said he is excited about the new Genuity brand and the future of agriculture. "Our trait technologies make me think about the tools farmers will have available to them, now and in the future, that will enable them to double yields by 2030," he says. "Because we're focused on connecting with farmers and building relationships with farmers, it's important to make our trait products very clear to them. That's the goal of Genuity."

Monsanto on Thursday announced the launch of Genuity, a family of traits company officials say is designed to work together to enhance crop potential and simplify trait selection for farmers. The Genuity brand will differentiate and unify the agriculture company's technology products under one platform and make it simpler for growers to select the traits best suited for their farms.